Pretty funny. Which type are you?
Is an “Influencer” All That?
In September 2010, I was involved in a round table discussion that took place on the topic of “social influence” and the implications companies like Klout which created a proprietary algorithm for determining an individual’s social influence – would have on the social mechanisms we were witnessing. The “influencers” as they were called who scored high on the algorithm were then selected (and still are) for the 5 Star Touch at establishments utilizing Klout scoring to get a foot up in the social-sphere. The author of the following article at Advertising Age:
Engages some of the important concern’s that were voiced during those discussions in 2010. Although our discussion focused primarily on concern’s in the digital marketing space over tampering with a not yet understood social phenomenon and things we have learned from science like the Hawthorne effect where observation alters behavior and the conflicting interest and ‘intent” for gain were all valid points brought to the table.Those of us at that discussion might have prophetically voiced then what appears to now have some focused attention on it almost two years later.
The author at Ad Age nails it with respect to the “organic nature of social circles” and “trust mechanism’s” in relationships to better understand how influence works which we posited as dangerous ground in terms of opening the door or “Pandora’s Box” for those seeking to tamper and exploit. No one I know believes Klout promotes ill-intent, but like much that is discovered with dire consequences, we get so caught up with what we can do – we forget to think through whether we should. It will be interesting and hopefully beneficial to us in the marketing world.
Understanding complex consumer behavior in the social sphere, like in scientific discovery, should be observed and documented with the same sense of respect and awe (less tampering and manipulation for self benefit) as the highest priority. Only then can we assign a genuine “relationship value” to it. There is a form of purity in observation when the intent is to understand and not….well…influence. What determines social behavior lives well beyond anecdotal advice columns about influencer marketing. While some may be coaching on how to massage those relationships and best practices, which may have value, I would strongly encourage we “in the marketing universe” and those companies intent on utilizing Klout values center ourselves on the qualities inherent in those relationships. It is a free forming two-way consciousness, void of manipulation…at least the GENUINE ones.
How long ago was the BP Oil spill in the gulf? Just when you thought the PR No-No case study ink was still drying for “what NOT to do as a CEO of a company in crisis” in the latest PR text book revisions, it appears Carnival Cruises CEO Micky Arison is poised to be the first CEO pariah of 2012. Are congratulations in order? Hold that thought…why the silence Micky? Where are you? People are starting to wonder.
Two reasons why he may not be speaking at this point:
1. Micky Arison is Carnival legacy and perhaps not the business mogul brand of his kin who were at the core of Carnival’s beginning. Thus his PR/Law team may have instructed him to not say anything for fear that he may do more harm than good (the perception here is undeniable no matter what his PR/Law team think. Silence from the corporate exec team after almost two weeks is more than a PR killer, it’s amoral. So what is the goal? I suspect the “don’t say a word” gag-order is meant to prevent more bleeding and by bleeding I think we can safely assume something of the “punitive damages” color.
2. Or….the Carnival Cruise PR team was unprepared. This is extremely troubling for the Cruise line and it is only a matter of time before we see just how bad they botch this tragedy or perhaps like cream they will rise to the top and salvage the Brand. I think they have their work cut out for them.
And if the alleged Carnival 30% discount deal to travelers turns out to be true which I have not yet confirmed through any credible source, Carnival looks to be headed into the Epic PR “FAIL” Abyss with the likes of BP, Goldman Sachs, Jet Blue, & Exxon.
If the unresponsive Carnival Cruise executive team doesn’t get it together like… today – the “Shameless” captain of the Concordia will just be a sideshow to a bigger and more shameful catastrophe. Let’s hope they realize where the focus lens will eventually end up. Our thoughts are with the families of those lost at sea.
Want to test out the Cloud? Try this! Online Storage | Livedrive Briefcase | Livedrive.
- Will be interesting to see how this plays out. Redbox Seeing Green in Netflix’s PR Troubles | News – Advertising Age.
- Moving from Transaction to Engagement – R “Ray” Wang – Harvard Business Review. The author hits on some great bullet points from 30,000 feet to consider – there are consultants (including me!) as well as white papers and books to help you uncover, strengthen, bolster, and implement strategic initiatives moving engagement forward.
- The Top 10 Strategic Technologies for 2012 | ITBusinessEdge.com
- 7 Disruptive Innovations That Turned Their Markets Upside Down [INFOGRAPHIC]. Good reminder that it is important to continually evaluate the basis of competition and continue to innovate your product/service
The morning of September 11, 2001 my wife walked into the bathroom where I was getting ready for the day, tears in her eyes, she said “someone just flew a plane into the World Trade Center.” What prompted my wife to turn on the TV so early that morning was a phone call from my mother telling her not to let me get on a plane. I was supposed to be in the air that week for a business trip and my wife the following week. I suppose we could all recall where we were when the horror of the second plane hitting the south tower played out on national television before our eyes. Soon after there was word that there was an explosion at the Pentagon which of course turned out to be another plane and happened to be where my wifes oldest sister worked. We waited for what seemed like an eternity for any news of her whereabouts, thank God she was ok.
Another friend of mine made it out from the 57th floor of Tower One (it was right before Christmas before he was able to pen his thoughts of his experience that day). The 57th floor in Tower Two was decimated from the blast and impact of the second airplane filled with our moms, dads, children, friends, and relatives. For the heroes in the air and on the ground that perished on that horrific day and to the families left behind that have coped for 10 years without their loved ones here, we pay special tribute to your memory and the lives you touched.
It was something I’m sure none of us expected to see in our life time let alone believe would happen and even after 10 years, it still hurts to watch the footage of that fateful day. Today and this week, please join me in remembering the innocent lives lost in the horrific events of September 11, 2001. “May God’s face shine upon them and give them peace.”
Agreed this could have worked out good for HP- instead HP viability in question: HP’s TouchPad fire sale: The fallout | ZDNet.
Dialed in? I like the idea of “getting out of my own way” How to Build Confidence – Amy Gallo – Best Practices – Harvard Business Review.
Very Interesting! Top 25 Most-Shared Mashable Stories in July.
Got Social Media? These statistics might interest you. 50 Social Media Stats to Kickstart Your Slide Deck | Ad Age Stat – Advertising Age.
Have you heard of Disruptive Innovation? Think Like an Innovator – Video – Harvard Business Review.
The next step beyond check-in. Foursquare to Users: Nice Check-in, Now Write Something | Digital – Advertising Age.
Can you use ONE WORD to describe the biggest challenge facing B2B Marketing today? | LinkedIn A question asked by the Director of Marketing Holger Schulze at SafeNet has generated an array of responses and is obviously a question on the minds of marketers and business owners alike.
Social Media – Online Reputation Management’s Top 3 Challenges : MarketingProfs Article – Some good stuff if you are looking to add Social Media to your Marketing mix
Good discussion points! The Five Competitive Forces That Shape Strategy – Harvard Business Review
Media multitaskers pay mental price, Stanford study shows – And all this time we thought we were accomplishing more! Not according to this study.